mktg mba syllabus

8/6/2019 Mktg MBA Syllabus

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Faculty of ManagementDepartment of Business Administration

M.J.P. Rohilkhand UniversityBareilly 243 001 (U.P.)

Syllabus

MBA (Marketing) Two Years

Full Time ProgrammeMBA(Mktg.) -I Semester

Management ConceptsPAPER CODE : MM-101

Objectives: The objective of this course is to develop a basic understanding about the management concepts as was of human in various managerial processes in organisation .

UNIT-IManagement : Definition, nature, process , functions & skills . Evolution of management thoughts - F.W. Taylor, Hen

Fayol, Max Weber , Elton Mayo . Management Approachs- System approach , Contingency approach . BusinessOrganisation - Types of ownership .

UNIT-IIPlanning : Concept and purpose , Planning Process , Management by Objectives(MBO), Decision Making .

Organisation : Concept and purpose of organisation , Types of organisation , Line, Line & Staff , Matrix , Virtual

Organisation structures . Basis of Departmentation , Concept of Authority, Functional Authority, Delegation of Author, Centralisation and Decentralisation of Authority. Coordination . Staffing .

UNIT-IIIDirecting : Leadership - Concept , Traits, Styles . Communication : Concept, Types , process, barriers, makingCommunication effective .

Controlling : Concept, process, Requirement for Adequate control , Budgetory Control , Non-Budgetory Control .

UNIT-IVBusiness Process Re-engineering - Concept , Process, Redesign, BPR experiences in Indian Industry .

Total Quality Management(TQM) - Concept , Systems model of Quality, Deming's approach, TQM as a businessStrategy .

Knowledge Management (KM)- What , why, how, of Knowledge Management , KM process , approach, strategies,

tools.

E-commerce- Ideology, methodology, classification by application /nature of transactions , Driving Forces of EC, Impof EC, Scope .


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UNIT-VFunctional area of Management - Concept, objectives, scope and principle of Marketing Management, Production

Management, HRM , Finance, Material management

Suggested Readings :1. Stoner, Freeman , Gilbert Jr. : Management (Pearson education)2. Kootz,O'Donnell , Weighrich : Essentials of Management3. Michael , J. Stahl : Management -Total Quality in a global environment ( Blackwell Business)4. Newman , Warren and Summer : The Process of Management , Concept, Behaviour & Practice .5. Brech , E.F.L. : Principles and Practice of Management6. Drucker , P.F. : Managements , Tasks , Responsibilities , Practices7. Asha Kaul : Effective Business Communication (PHI)8. RonLudlow, Fergus Panton : The Essence of Effective Communication(PHI)9. Efrain , jae, david , H. Micheal : Electronic Commerce : A Managerial Perspective (Pearson Education)10.Carr D.K. and Johansson H.J. - Best Practices in Re-engineering (MGH)11.Jayaraman M.S.: Business Process Re-engineering (TMG)

MBA(Mkt.)- I SemesterBusiness Environment

PAPER CODE :MM-102

Objectives : The course aims to educate the student with the different environmental factors which effect busineThis course aims to develop ability to understand and scan business environment in order to analyse the opportunities take decisions under the uncertainty .

UNIT-IConcept, Significance and nature of Business Environment ; Elements of environment - internal and externaDifferent roles of government in relation to business ; Social Responsibilities of Business .

UNIT-IIBroad profile of Indian Economy , Industrial Policy - its historical perspectice(inbrief) , Industrial PolicyLiberalisation .

Economic Planning in India ; Rationale of economic planning , latest five year plan .

UNIT-IIIPublic sector -its objectives and working , major problems of public sector enterprises ; Privatisation of publ

sector enterprises - the issue involved .Role of Private and Joint Sectors.

Securities Excahnge Board of India - Organisation and Role , Regulation of Mergers and Acquisitions.

UNIT-IV

Competition Act ; Industries Development and Regulation Act ; Consumer Protection Act -its main provision

UNIT-VLatest Export -Import Policy ; Foreign Exchange Management Act ; Globalisation and Business practices,

,WTO- objectives and Role in International trade .

Suggested Readings :

1. Francis Cherunilam : Business Environment


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2. K. Ashwathapa : Business Environment3. Rudra Dutt: Indian Ecnomy4. Kuchhal S.C. : Industrial Economy of India5. Ghose P.K. : Government & Industry

MBA(Mktg.) - I SemesterManagerial Economics

PAPER CODE : MM-103

Objectives: The basic objectives of this course is to familiarise the students with the concepts and tools omanagerial Economics as applicable to decisions making in contemporary business environment .

UNIT-INature and scope of Managerial Economics : nature and scope of Managerial Economics , its relationship wit

subjects . Objective of Firm, Fundamental Economic concepts- Opportunity cost concept , Incremental conce

Principle of the perspective , Discounting principle and Equimarginal principle .UNIT-IIDemand Analysis : Concept and importance of Demand & its determinants , Income & Substitution effect,Various elasticities of demand , using elasticities in managerial decisions , revenue concepts, relevance of

demand forecasting , methods of demand forecasting .

UNIT-IIICost Concept and Production Theory : Various cost concepts & classifications, Cost output relationship - in

short run and in long run , (cost curves), Economies of scale , cost control and cost reduction , Productionfunction , managerial uses of production function , Indifferent curves.

UNIT-IVPricing Decisions : Pricing methods , Price Discremenation , Price and output decisions under defferent markstructures - Perfect competition, Monopoly and Monopolistic Competition , Oligopoly .

UNIT-VProfit & Inflation : Profit, Functions of profit, profit maximisation , Break Even analysis , Inflation - Types, i

terms of demand pull & cost factors , effects of inflation .

Suggested Readings :1. Varsney & Maheshwari : Managerial Economics2. Mote, Paul & Gupta Managerial Economics: Concepts & Cases

3. D.N. Dwivedi Managerial Economics4. D.C. Hague Managerial Economics

5. Peterson & Lewis Managerial Economics6. Trivedi Managerial Economics

7. D. Gopalkrishan A study of Managerial Economics8. Habib-Ur-Rehman Managerial Economics

MBA(Mktg.) - I Semester

Statistical Analysis & Operations ResearchPAPER CODE :MM-104


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Objectives : The basic aim of this course is to impart knowledge of basic statistical tools & techniques andoperartions research with emphasis on their application in Business decision process and Management.

UNIT-IStatistics : Concept , Significance and Limitations . Collection of Primary and Secondary Data, Classification

and Tabulation , Frequency Distributions and their graphical representation.

UNIT-IIMeasures of Central Tendency : Mean, Median and Mode . Measures of Dispersion : Range, Mean Deviation Standard Deviation and Quartile Deviation . Moments , Measures of Skewness and Kurtosis .

UNIT-IIISampling : Methods of Sampling ; Sampling and Non-Sampling Errors ; Law of Large Numbers and CentralLimit Theorem (without proof) .

Estimation , Point & Interval Estimates , Confidence Intervals .

Statistical Testing - Hypothesis and Errors ; Large and Small One Sample and Two sample Tests - Z test, t -tand F-test.Chi-Square as a test of Independence and as a test of Goodness of Fit ,Analysis of Variance .

UNIT-IVLinear Programming : Problem formulation, Graphic Method , Simplex Method(including Big M Method) ,

Duality , Transportation and Assignment problems .

UNIT-VDecision Theory & Games Theory : Decision making under uncertainty - Laplace principle , Maximin or

Minimax principle , Maximax or minimin principle , Hurwicz principle and Savage principle , Drcisionsunder risk ; Decision Tree Approach and its applications . Two person zero -sum game , Pure Strategy and

Mixed Strategy

Suggested Readings :1. Levin , R.I. & Rubin , D.S.: Statistics for Management(PHI)2. Gupta , S.P. & Gupta , M.P. : Business Statistics3. Levin , R.I. : Quantitative Techniques4. Sharma , J.K : Operations Research : Theory and Applications

MBA(MKT) - I SemesterFinancial and Cost Accounting

PAPER CODE :MM-105

Objectives : The basic purpose of this course is to develop an insight of postulates , principles andtechnique of accounting and Cost accounting as well to provide students the basic fundamentals of accounting

UNIT- IFinancial Accounting - Nature and objectives, Accounting Principles , Accounting Equations, Accounting

Standards, Capital and Revenue receipts & payments , Depreciation methods and accounting .

UNIT-II


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Origin and Analysis of Business Transactions - Types of Accounts , Journal , Ledger and Trail Balance ,Inventory Valuation techniques and accounting .

UNIT-IIIFinancial Statements of Trading Organisation - Preparation with adjustments , Final Accounts of Limited

Liability companies - P/L Account , P/L Appropration Account, Balance Sheet .

UNIT-IVCost classification , Analysis and Behaviour- Classification of Cost on different basis and Technique for

separation of Costs . Product - Costing , Unit Costing ,Job Costing and Process Costing .

UNIT-VFull Costing , Reconciliation and integration between financial and Cost accounting .

Suggested Readings :1. Horngren , Charles etc. - Principles of Financial & Management Accounting , Eaglewood Cliffs , New Je

, PHI.2. Needles Beleved etc. - Financial and Management Accounting , Boston , Houghton Miffin Co.3. Bhattacharya - Financial Accounting , PHI .4. Ravi M . Mohan - Financial Accounting , Taxamann , New Delhi.5. Vj. madhu - Financial and Management Accounting , Anmol Publications , New Delhi .Paper Setting GuidelinesUNIT-I - One Numerical and one theoretical .UNIT-II -- One Numerical and one theoretical .

UNIT-III - One Numerical Question Compulsory .UNIT IV- Two Numerical Questions

UNIT V - Two Numerical Questions

MBA(Mktg.)- I Semester

Marketing ManagementPAPER CODE :MM-106

ObjectiveThe objective of this course is to facilitate understanding of the conceptual framework of marketing and its

applications in decision making under various environmental constraints.

UNIT-IIntroduction: Concept, nature, scope and importance of marketing; Marketing concept and its evolution;

Marketing mix; Strategic marketing planning an overview.Market Analysis and Selection: Marketing environment macro and micro components and their impact

on marketing decisions; Market segmentation and positioning; Buyer behavior; consumer versus

organizational buyers; Consumer decision making process.

UNIT-IIProduct Decisions: Concept of a product; Classification of products; Major product decisions; Product

line and product mix; Branding; Packaging and labeling; Product life cycle strategic implications;

New product development and consumer adoption process.

Pricing Decisions: Factors affecting price determination; Pricing policies and strategies; Discountsand rebates.

UNIT-III


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Distribution Channels and Physical Distribution Decisions: Nature, functions, and types of

distribution channels; Distribution channel intermediaries; Channel management decisions; Retailingand wholesaling.

Promotion Decisions: Communication Process; Promotion mix advertising, personal selling,

sales promotion, publicity and public relations; Determining advertising budget; Copydesigning and testing; Media selection; Advertising effectiveness; Sales promotion tools

and techniques.

UNIT-IVMarketing Research: Meaning and scope of marketing research; Marketing research process.

Marketing Organisation and Control: Organising and controlling marketing operations.

UNIT-VIssues and Developments in Marketing: Social, ethical and legal aspects of marketing;

Marketing of services; International marketing; Green marketing; Cyber marketing;Relationship marketing and other developments of marketing.

Suggested Readings :1. Kotlar, Philip, Marketing Management, Prentice Hall, New Delhi.2. Stanton, Etzel, Walker, Fundamentals of Marketing, Tata-McGraw Hill, New Delhi.

3. Saxena, Rajan, Marketing Management, Tata-McGraw Hill, New Delhi.

4. McCarthy, E.J., Basic Marketing: A managerial approach, Irwin, New York.

MBA(Mktg.) - I Semester

Financial ManagementPAPER CODE :MM-107

Objectives: The objectives of develop a conceptual frame work of finance function and toacquaint the participants with the tools techniques and process of financial management in the realmof financial decision making .

UNIT-I

Introduction - nature concept of finance function . Distiction between Accounting and Financefunction . Objectives of Financial Management - Profitability vs wealth Maximisation .Organisation for Finance Function . Time value of money valuation concept , compound value

concept , Present value concept . Financial Planning and Financial Forecasting.

UNIT-IICapital Structure Planning- Patterns of financial requirement , Objectives of an optimum capital

structure, Security Mix, Capitalisation concept . Causes. Consequences and Remidies of overcapitalisation and under capitalisation . Capital structure theories (with numerical problems) . Sources

of ling term finance-shares and Debentures . New financial Instruments and Institutions LeverageAnalysis.

UNIT-IIIManagement of Fixed Capital - Concept, relevance and compution of cost of capital nature andScope of Capital Budgeting , Capital Budgeting , Analysis of risk and Uncertainty (with numericalproblems).

UNIT-IVManagement of Working Capital - Concepts of working capital, Nature and Scope of Working

Capital Management, Approaches to the Financing of Current Assets determining the financing mix ,Financing of working capital in India . Estimation of working capital (with numerical problem) .

UNIT-VManagement of Earnings- Nature and scope of management of earnings , Dividend Policy andDividend Models , Waltor's Model , Gordon's Model , MM Hypothesis, Pattern of dividend

policies (with numerical problems). Determinants of Dividend Policy .


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MBA(Mktg.)- II Semester

Computer Application -I

PAPER CODE :MM-202

ObjectiveThe objectives of this course is to provide an understanding Computers , Computer operating system and

application of relevant softwares in managerial decisions making.

UNIT-IIntroduction of Computers : Organisation, Characteristics, Types of Computers , Types of memories ,Number systems ( Binary, Octel, Hexadecimal) . Hardware & Software concepts,

UNIT-IIOperating System : Introduction of OS, Types of OS, Functions of OS, MSDOS Internal Commands : chdir

cls, path, prompt, label , ver, vol, echo, set . External Commands : scandisk, discopy , diskcomp , format,backup, restore . Windows - Windows explorer, print manager, control panel, paint brush . Dialog box: text

box, check box, slide boxes, Desktop .

UNIT-IIIMS-Office(Word & Excel) : Introduction of Word Processing, MSWord: Creating, Editing , printing, pageformating , sorting and tables , Mail Merge . MSExcel: Introduction to spreadsheet, creating, formating

,printing , Graphs of worksheets.

UNIT-IVProgramming Logic & Techniques : Algorithm , Flow Charting : Flow Chart Symbols, Advantages &

disadvantages of Flow Chart . Pseudocode , Program, Designing a Program , Computer languages.

UNIT-VData Communication & Networks: data Communication Concept, Medias, Modes . Multiplexers,Networtking : Needs, types of network. Distributed Processing, Client - Server Concepts , OSI Models.

Suggested Readings :1. Summer ,M. : Computers Concepts and Uses , Englewood Cliffs, New Jersey , PHI2. V. Rajaraman : Fundamental of Computers

1. Peter Norton : Introduction to MS-DOS2. O.Brian, J.A. : MIS , TMH3. Computer Networks : Tannenbaum


Sales Management

PAPER CODE :MM-203ObjectiveThe objectives of this course is to provide an extensive picture with regards to theory and practice of managin

sales and to inculcate personal selling skills.

Unit- ISales Management and Organisation :Objectives and sales management , sales executive as a coordinator , sales management and control , sales

organisation - it's purpose , setting up a sales organisation , types of sales organisation .

Unit -IIPersonal Selling :


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Objectives and theories of personal selling , analysing market potential, sales potential and sales forecastingmethod & evaluation , determining sales related marketing policies - product policies, distribution policies &

pricing policies .

Unit- IIISales Operations:Sales budget , sales territories , sales Quata's , control of sales , sales meeting and sales contest, organisingdisplay , showroom and exihibitions.

Unit- IVSalesmanship:

Sales manager- Qualities and functions , types of salesman , prospecting , pre-approach & approach , sellingsequence , psychology of customers .

Unit-VSales force Management:

Recruitment & selection , training , formulation & conduction of sales training programme, motivation of salepersonnel , compensation of sales personnel , evaluation and supervision of sales personnel .

Suggested Readings :1. Still , Cundiff & Govani Sales management & Cases2. McMurry & Arnold How to build a dynamic Sales Organisation

3. Pradhan , Jakate & Mali Elements of Salesmanship and Publicity4. Anderson R Professional Sales Management

5. F.L. Lobo Successful Selling


Consumer BehaviourPAPER CODE :MM-204

Objective:The basic objective of this course is to develop an understanding about the consumer decision

making process and its applications in marketing function of firms.

Unit-IIntroduction to Consumer Behaviour(CB): Nature and Importance of CB, application of CB in Marketing

Consumer Research process.

Unit-IIIndividual Determinants of CB:

Perception: process, Consumer Imagery, perceived risk Learning: principles, theories Personality: nature, theories, self concept, psychographic and life style Attitude: Structural model of attitude, attitude formation & change Motivation: needs/motives & goals, dynamic nature of motivation, Arousal of motives, theoriesUnit-IIIGroup Determinants of CB:

Reference group influence: types of consumer relevant groups, factors affecting group influence,application of reference group concept.

Family: functions of family, family decision making, family life cycle(FLC) Opinion Leadership and Personal influence Diffusion of Innovation: Adoption process., Diffusion processUnit- IVEnvironmental Influences on CB:

Social class, Life style Profile of Social class, application to CB Culture: characteristics, cross cultural understanding


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Unit-VConsumer Decision making Process:

Problem recognition Information Search Process and Evaluation Purchasing process Post purchase behaviour Models of CB- Nicosia, Howard & Sheth, Engel-Kollat BlackwellSuggested Readings :1.Loudan, David L and Bitta, A.J. Della Consumer Behaviour

2. Schiffman LG and Kanuk LL Consumer Behaviour3. Nair, Suja R, Consumer Behaviour in Indian Perspective

4. Bennet and Kasarjian Consumer Behaviour5. Mowen, John Consumer Behaviour


Agricultural and Rural MarketingPAPER CODE: MM-205

ObjectiveThe objective of this course is to explore the students to the Agriculture and Rural Marketing environment sothat they can understand consumer's and marketing characteristics of the same for understanding and

contributing to the emerging challenges in the upcoming global economic scenario.

Unit-IConcept & scope of rural market, Rural development as a core area, Efforts put for Rural development in Fivyears plans. Rural markets Characteristics, Rural markets. Environmental factors.

Unit-IIRural Consumer Behaviour, Rural Consumer Vs Urban Consumers a comparison, Relevance of Marketingmix for Rural market/Consumers. Problems in rural market

Unit-IIISegmentation, Targeting & Positioning for rural market, Market forces, components of different Product

Strategies, Pricing Strategies, Promotional Strategies & Distribution Strategies for Rural consumers.

Unit-IVUnderstanding Agricultural Markets, Nature & scope, Objectives of Agriculture Marketing, Challenges inAgriculture Marketing, Agriculture Marketing & its Economic importance, Agricultural Produces and their

market.

Unit-VExport potential for agri-products, Major of Government and Non-Govt. Agencies in the development of Rur

and Agricultural, Sector Marketing Strategies for Seed; Fertilizers; Pesticides; Farm equipment. Role.

Suggested Readings:1. Badi & Badi : Rural Marketing2. Mamoria, C.B. & Badri Vishal : Agriculture problems in India

3. Arora, R.C. : Integrated Rural Development4. Rajgopal : Managing Rural Business

5. Gopalaswamy, T.P. : Rural Marketing6. Agriculture Today Magazine


Marketing ResearchPAPER CODE :MM-206


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ObjectiveThe course is designed to inculcate the analytical abilities and research skills among the students.

Unit-IMarketing Research: Introduction, Management uses of marketing research, Problem Formulation & steps in

decision Making Process.

Unit-IIResearch Design: Introduction, Exploratory Research, Descriptive research, Causal/ Experimental ResearchDesign, Relationship in between different types of designs.

Unit-IIIData Collection Methods, Primary & Secondary Data, Observation & Questionnaire Techniques, Analysis &interpretation of Data, Development of questionnaire.

Unit-IV

Sample Design, Sample Plan, Probability & Non- Probability Sampling, Sample Size, etc., AttitudeMeasurement through different types of scales.

Unit-VProduct Research, Advertising Research Copy Testing Test Marketing, Media Selection, Research Repor

Suggested Readings:

1. Research for Marketing Decisions Paul E. Green, Donald S. Tull

2. Marketing Research- Text and Cases Harper W. Boyd Jr. , Ralph Westfall


Advertising ManagementPAPER CODE :MM-207

ObjectiveThe aim of the paper is to acquaint the students with concepts, techniques and give experience in the applicati

of concepts for developing an effective advertising programme.

Unit-IAdvertising, Its role in the marketing process; Legal, Ethical and Social aspects of advertising.

Communication - processes of communication; integrated marketing communications, Its evolution, reasons its growth and its role in branding.

Unit-IIThe promotional mix; segmentation, Targetting and positioning and their role in promotion.Promotional objectives, determination, types and approaches, DAGMAR approach, problems in setting

objectives; Advertising budget, establishment and allocation, budgeting approaches.

Unit-IIIAdvertisement copy, Its components and types; The importance of creativity in advertising, creative strategy

and process, implementation and evaluation.

Unit-IV


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Media Planning, Establishing Media objectives, Media strategies, Media mix, Reach Vs. Frequency, Creativeaspects, budget considerations, Evaluation of Broadcast media, Print media, Support media, Internet and

interactive media etc.; computers in Media planning.

Unit-VMeasuring the effectiveness of the promotional program, Advertising Research, Market testing, Testing via

internet, Pre testing, Post testing, Laboratory Tests, Field tests, PACT (Positioning Advertising Copy Testing

Suggested Readings :1. Aaker, David A. etc., Advertising Management, 4th edition , PHI, 19852. Belch, George E. and Belch, Michael A.; Advertising and promotion, Tata McGraw Hill, New Delhi3. Ogilvy David, Ogilvy on Advertising, London, Longman.4. Jones, John Philip, What s in a brand, Tata McGraw Hill, New Delhi5. Chunawalla, S.A., Advertising, Sales and Promotion Management, Himalaya Publishing House, Mumbai6. Mohan, Manendra; Advertising Management, Tata McGraw Hill, New Delhi7. Sandage and Fry burger, Advertising Management

MBA(Mktg)-III Semester

Corporate StrategyPAPER CODE :MM-301

Objectives: This course deals with corporate level Policy & Strategy formulation areas. This course aims todeveloping conceptual skills in this area as well as their application in the corporate world.

UNIT-IBusiness Policy as a study ; Its Nature & Importance , Development & Classification of Business Policy; Mechanism o

Policy making.

UNIT-IITop Management its Responsibilities & tasks .Objectives of Business Characteristics, Classification , types of Objectives and their overall Hierarchy , Setting of

Objectives , Key areas involved.

UNIT-IIICorporate Planning ; Concept of long term planning , Strategic Planning (Planning Strtegically ) , Nature , Process &Impotance .

UNIT-IVCorporate Strategy : Concept , Components , Importance.

Strategy Formulation : Concept , Process & Affecting Factors.

Strategy Evaluation: Process , Criteria , Environmental Analysis , Resourse Analysis .

UNIT-VSynergy : Concept , Types , evaluation of Synergy.

Capability Profiles , Synergy as a Component of Strategy & its Relevance .


1. Peter F. Drucker Management Task & Resposibiliies

2. Igor Ansoff Corporate Strategy

3. Gluek & Jaunch Corporate Strategy

4. Standard Management Policy


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5. McCarthy, MiniChiello, Curran Business Policy & Strategy

MBA(Mktg.)- III Semester

RETAILINGPAPER CODE :MM-302

Objectives:The course enables students to appreciate the importance of retailing and distribution in theemerging market scenario, and equips them with the tools & techniques.

UNIT-IMarketing Channels & Supply Chains:Emergence , role and types of marketing channels , channel membersand their characteristics , choosing various channel options , factors affecting the choice .

Supply chain management (SCM) - advantages gained, physical flow of merchandise, logistics of e-retailing.

UNIT-IIRetailing:Nature and Importance of retailing, wheel of retailer, Types of retailing- ownership based, store

based, non-store based, web based. Retail management decisions, Recent Trends in retailing.

UNIT-IIIStrategic Planning in Retailing:Situation analysis, objectives, identification of consumers and positioning,overall strategy , specific activities and control.

Identifying & understanding consumer Consumer demographics & life styles, consumer needs & desires,consumer shopping attitude, consumer decision process, retailers action.

UNIT-IVLocation , Operation & Merchandise Management :Trading Area Analysis, site selection, store formation sizeand space allocation, store security and credit management.

Merchandise plans- forecasts, innovativeness, assortment decisions, brand decisions, timing and allocation,merchandise pricing.

UNIT-VRetail Promotion:Building retail store image, atmosphere, layout planning, Retail promotional mix strategy,Retail store sales promotional schemes.

Suggested Readings :1. Berman , Barry and Joel Evans Retail Management2. Cooper, J. Strategy planning in Logistics and

Transportation3. Cox, Roger and Paul Brittain Retail Management

4. Levy & Weitz Retailing Management5. Kotter , Philip Marketing Management


Entrepreneurship DevelopmentPAPER CODE :MM-303

Unit IConceptual Framework of Entrepreneurship: Entrepreneur and Entrepreneurship - Concept, Definition, R

and Importance in Indian Economy, Theories of Entrepreneurship, Entrepreneurial Traits and MotivatioEntrepreneurs Vs Professional Managers, Future challenges.


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Unit IIEntrepreneurial Development: Entrepreneurial Environment Meaning, Private Enterprise and Developme

Significance of Entrepreneurial Development Programmes, Meaning Evolution and Objectives of EDInstitutional efforts to develop Entrepreneurship, Operational Problem of EDPs

Unit III

Project Management:Search for Business idea, Concepts of Projects and Classification, Project IdentificatiProject formulation, Project Design and Network Analysis, Project Report, Project Appraisal, Factory des

and Plant Layout, Financial Analysis- Risk and Return

Unit IVFinance and Marketing:Finance : Sources of Development Finance, Project Financing Institutions- Financ

Institutions, Consultancy, Organisations.Marketing: Methods, Channel of Marketing, Marketing Institutions and Assistance.

Unit VSmall Industry Setup:Considerations in Selection of Particular Form of Organisations- Sole proprietorshPartnership, Joint Stock Company, Cooperative Organisations- Their Merits, Limitations, Suitability, Br

Procedure of Incorporation. :Location for a Small Industry, Steps of Starting a small Industry, Incentives aSubsidies, Exploring Export Possibilities, Problems of Entrepreneurship.

Suggested Readings :Dynamics of Entrepreneurial Development Management

Vasant Desai, Himalaya Publishing House.Entrepreneurial Development

S.S. KhannaEntrepreneurship & Small Business Management

CL Bansal, Haranand PublicationEntrepreneurial Development in India

Sami Uddin, Mittal PublicationEntrepreneur Vs Entrepreneurship- Human Diagnosis of Development Banking

Nagendra P. Singh, Asian society for Enterpreneurship Education and development

MBA(Mktg.) - III Sem.

SERVICE MARKETING & CRMPAPER CODE :MM-304

Objective :The objective of the course is to deveelop an understanding of services and sevice marketing with emphasis various aspects of service marketing which make it different from goods marketing.

UNIT-INature & Scope: Concept of services , importance, Goods & Services marketing, Emergence & Reasons growth of service sector in India, Characterstics of services, Classifications of services, Environment

Service Marketing ( Micro as well as Macro).

UNIT-IIUnderstanding Customers: Concept of CRM, Relationship management in practice, .

Segmenting ,Targeting & Positioning various services.


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UNIT-IIIProduct, Product differentiation, product levelsPricing of services- pricing concepts,pricing strategies for services, use of differential pricing.

Place-Service distribution, components of service delivery system, potential management, problems assotiawith services delivery.

UNIT-IVPromotion- Advertising, Sales Promotion & Personal Selling in service industry.People- Importance of people in service marketing. role of various people involved.

Physical Evidence-concept of Physical Evidence, importance, types of Physical Evidence in various services

Process-concept, types of process, Role of process in various services

UNIT-VService Models- Service quality Gap Model,, Gronross Model of service quality (Internal marketing, extermarketing and Interactive marketing).

Challenges in Marketing of servicesApplication of Service Marketing to Hospitals, Educational Institutions, Tourism Industry.

Suggested Readings :1. Sinha : Services marketing

2. Jha : Services marketing


E-CommercePAPER CODE :MM-305

Objectives: The basic purpose of this paper is to familiarize the students with the preliminary aspects ofcommerce. So that they may have an overall views while applying the concept of this subject.

UNIT-IE-Commerce: Introduction, meaning and concept; Needs and advantages of e-commerce; Electronic comme

vs Traditional commerce; Challenges of e-commerce.

UNIT-IIInternet: Concept & evaluation, Features of Internet: email, WWW, ftp, telnet, newsgroup & vid

conferencing; Intranet & Extranet, ISDN, TCP/IP, Limitation of internet, Hardware & software requirementInternet.

UNIT-IIIElectronic Payment Systems: E-Cash, e-cheque, credit cards, debit cards, smart cards; E-BankiManufacturing information systems; Financial information systems; Human resource information system.

UNIT-IVE-Marketing: Business to Business (B2B), Business to customer (B2C) e-commerce; Online Sales force, line Service and Support; EDI: Functions & components.

UNIT-V


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Legal Aspects of e-commerce, Security issues of e-commerce: Firewall, E-locking, Encryption; Cyber lawaims and salient provisions; Cyber laws in India and their limitations.

Suggested Readings :1. Agarwala , K.N. and D. Agarwala Business on the Net : What s and How s

of E-Commerce , McMillan2. Frontiers of E-Commerce Ravi Kalkota , TMH

3. O,Brien J. Management Information System, TMH4. Oberoi , Sundeep E-Security and You , TMH

5. Young , Margret Levine The complete reference to Internet, TMH

MBA - (Mktg.) - III Sem.

PRODUCT & BRAND MANAGEMENTPAPER CODE :MM-306

Unit I

Introduction to Product & Brand Management, Emergence as a separate area of study, Product, Product LeveProduct Hierarchy,Classification of Product.

Unit II

Product Mix - A strategic choice. Product Mix decisions, Product Line decision - strategic decision involv

adding or pruning product lines.

Unit III

Concept of STP & strategies, Product Positioning, Developing Positioning Strategy, Elements

Positioning, Positioning Methods, Communicating the Positioning Strategy.

Unit IV

Product Research - Importance, tools and analysis, Product Development & Testing, Product Laun

Decisions. .

Unit VBranding, Need for Branding, Brand & related concepts: Brand Equity, Brand Life Cycle, Brand Positioning

& Repositioning, Branding decisions, Family vs. individual Branding, Multiple branding, brand extension,Branding in specific sectors like Industrial, retail, service,e-branding.


Product Management: Ramanujam

Product Management: Chunawalla

Product Management: Lehmann DR; Russel S Winner

Brand Management: Y L R Moorthi

Brand Positioning: Subratu Sen Gupta


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International BusinessPAPER CODE :MM-307

ObjectiveThis course exposes the student to the environmental dynamics of international business and its impact on

international business operations of a firm .

Unit IConcept ; Domestic to Transnational Business ; Driving and Restraining Forces ; Characterstics and role of

MNCs.Advantages and Disadvantages of Free trade ; The case for protection ; Forms of Restriction ; Effects of

protection.

Unit IIClassical trade theory ; Theory of comparative costs in terms of money ; Evaluation of comarative costs theor

General Equilibrium Approach ; Hebkscher-Ohlin Factor Price Equalisation theory ; Influence of factormobility on volume of trade ; country similarity theoryGains and terms of trade ; Balance of trade and Balance of payments.

Unit IIIInternational business environment The economic environment ; social and cultural environment, politic

legal and regulatory environment, natural environment. Technological environment .

Unit IVInternational Institution Systems IMF, World Bank and WTO(all in brief), / Regional economic integration

impact of integration; European Union; NAFTA;ASEAN; SAARC

Unit VStrategy of International Business Strategy, planning, organisational structure and process of control. Recendevelopments in international business.

Suggested Readings :1 Cherunilam, Francis International Business(PHI)2 Misra, S. & Yadav, P.K. International Business(PHI)3 Aswathapa, K International Business (Tata McGraw Hill )4 Sharan, Vyuptakesh International Business (Pearson Education5 Varshney R.L. and Bhattacharya ,B International Marketing Management (Sultan Chand & Sons)

MBA(Mktg.)IV Semester

Strategic ManagementPAPER CODE :MM-401

Objectives: This is the second course on this subject . Here the focus is to critically examine the management of tentire enterprise from the Top Management view points.

Unit-I


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Strategic Management Its Nature and Importance, Skills , Knowledge and Attitudes, Group aspects of Strategic

Management , Characteristics of Business Policy and Corporate Strategy, Norms of Strategy Making , OrganizationalMission, Corporate Objectives and goods, Analysis of Internal Resources , Strength and weaknesses, Strategic advanta

analysis- Factors of common concern, Marketing and distribution , financing and Accounting , Production and operatio

management , R&D, Human Resources and other organizational factor, sources of data for internal analysis anddiagnosis.

Unit-IIGrowth or expansion strategy Diversification strategy, Types-Horizontal , Concertric, Conglonerrate, Vertical , variotypes of integrations, Retreachment strategy and its variants: External Growth Strategy Merger, Acquisition and Joint

Ventures.

Unit-IIIFunctional Policies Production Policies, Involvement , Interration and choice with respect to production process actio

activities , Govt. Policies , backward areas and plant locations consideration in India. Maintenance and replacementfacilities : Purchasing Policies-Make or buy decisions , criteria for vender selection . Co-ordination of Purchase and

production with sales.

Unit-IVMarketing Strategies and Policies marketing Decision, Variable and Policy issues, product line and product mix policy

PLC, Product Positioning Strategy and Market recommendation , customer and channel Policies, Pricing Policies ,

Propotional Policies, Optional Marketing Mix.

Unit-VFinancial Strategies- Financial Policy Issues , Sources of finance control of capital issues , Types of securities . Financileverage, Investment and capital allocation policy , capital budgeting , dividend policy, Personnel policies and their

significance recruitment , Industrial relations policy, Settlement of Disputs.

Suggested Readings :1. P.K. Ghosh : Business Policy , Strategy , Planning and Management

2. Christensen , Andrews Dower : Business Policy- Text and Cases3. William F. Gkycj : Business Policy Strategy Formation and Management Action4. Bongee and Colonan : Concept of Corporate Strategy

5. Peter F. Drucker : Management Tasks, Responsibilities , Practices

MBA (Mktg) - IV Sem.

MARKETING OF NON-PROFIT ORGANIZATIONPAPER CODE :MM - 402

Objectives :

The course aims at familiarising the students with the application of the concept & need of marketing in NProfit organisation.

Unit - IIntroduction: Non Profit Organisation, Concept, Non Profit Organisation in India, types, problem

Characteristics, Need of Marketing of Non Profit Organisation.

Unit - IIDifferentiation of NPOs: Concept of Responsive Organisation- Image management, image causation, ima

modification, Mission, Exchange, Environment affecting operations of NPOs(Publics), Image & Satisfactmeasurement.


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Unit - IIIManaging Marketing efforts:Understanding Consumer.

Product, Product Mix, Product Mix decisions for Non-profit OrganisationPricing for Non Profit organistions.

Unit - IVMarket Segmentation for Non profit organisation , Target MarketingPromotion: Advertising, personal selling, sales promotion and Public Relations for Non profit Organisation

Unit - VManaging Human Resource: Attracting People, Analysing people, Recruitment, Members and memberscriterion, Volunteers.

Managing Financial Resource: Donor Marketing, Attracting Funds, Analysing Donor markets, Fund raisigoals and strategy.

Suggested Readings :1. Philip Kotler : Marketing of Non-Profit Organisations.2. Andreasen Alan R : Strategic marketing for NPOs

3. Roberto Eduado L : Social Marketing

MBA (Mktg) - IV Sem.

INTERNATIONAL MARKETING MANAGEMENTPAPER CODE :MM - 403

Objectives :Due to ever increasing business dealings the subject of International Marketing has gained utmost importance

recent times. The world these days, indeed has shrunk and foreign markets have particularly become importspecially for a developing country like India. The major objective of this course is to provide an exposure to area of Marketing in the International perspective.

Unit- IIntroduction to International Marketing, Nature, scope and different complexities of International Marketi

International Marketing Environment, Basis of International Trade, India and World Trade,

Unit - IIBalance of Trade, Balance of Payments and Instruments of Trade Policy, Devaluation, Revaluati

Appreciation & Depreciation, Export documents and procedure..

Unit - IIIConcept of Free Trade and Regional Economic Groupings, Selection of Global Markets, Segmentation aPositioning, Product Planning, International PLC, Developing international Pricing Policies and Strategies Export.

Unit - IVMarket Entry and overseas distribution system, Overseas Market Research, Marketing Plan for ExpoMultinationals and their role in International Marketing.

Unit - VManagement of Risks in international marketing, Instruments of Financial Transactions in internatio

marketing, New Techniques ( Joint Ventures, Sub Contracting & BOP) in international marketing.


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1. Varshney and Bhattacharya : International Marketing management.

2. Philip B. Cateora nad John M. Hess : International Marketing.3. Alexender C. Stanley : Handbook of International Marketing.

4. John Fayerwearther : International Marketing5. David Carson : International Marketing

6. Philip Kotler : Marketing Management

MBA(Mktg.)IV Semester

Computer Application - IIPAPER CODE : MM-404

Objectives : This course aims at familiarizing students with the environment conducive for web page design adeveloping programming skills thereof web publishing.

Unit-IInternet : Introduction to Internet, WWW, web browsers: IE & Netscape Navigator, web server; HTTP and conceptURL, Hypertext and Hyperlink, Web s Languages and protocols.

Unit-IIDesign Web Site: Needs of web sites, Home page and web page, components of web site, objectives of web s

planning your web site;Web server: Loading a web server, setting your own web server.

Unit-IIIHTML: Basics of HTML, linking HTML pages , linking to URLs; Creating a web pages: Text formatting, alignme

colors, preformatted text; Adding imaged and background to HTML pages.Tables, Frames: Introduction of frames, creating frame, frames attributes and Linking .

Unit-IVDHTML and Style Sheets: Introduction to DHTML , Cascading Style Sheet: Adding style in document- Linking tstyle sheet . Style sheet properties: Font, text, box, color and background properties.

Unit-VSearch Engines and Internet Security: Concept and technology of search engines, popular search engines, overviewinternet security threats, Firewalls.


1. Comer Douglas : The Internet Book PHI, New York2. Leon, Alexis and Mathews Leon : Internet for Everyone3. Xavier : World Wide Web Design with HTML , PHI , Delhi

MBA(Mkt)-IV Sem

Logistics and Supply Chain ManagementPAPER CODE :MM-405


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Objectives: This course aims familiarising students with the concept of supply chain and logistics management.

Unit 1Introduction: Basic concepts & philosophy of SCM, Essential features, Infrastructure flows (Cash, Value

information), key issues in SCM, benefits and case examples

Unit IIInventory Management: Concept, various costs associated with inventory, EOQ, buffer stock , lead time reduction,order point/ re-order level fixation, exercise-numerical problem solving, ABC analysis, SDE/VED Analysis.

Unit IIIPurchasing and vendor management: Centralized and decentralized purchasing, function of purchase department

purchase policies, use of mathematical model for vendor rating/ evaluation, single vendor concept, management of sto

account for materials, just in time & Kanvan systems of inventory management

Unit IVLogistics Management: Logistics of part of SCM, logistics costs, different models, logistics, sub-systems, inbound

out bound logistics bullwhip effects in logistics, outbound logistics distribution and warehousing management.

Unit VRecent issues in SCM: Role of computer/ IT in supply chain management, CRM Vs SCM, Benchmarking concfeatures and implementation, outsourcing basic concepts, value addition in SCM concept of demand ch

management


1. G. Raghuram (I.I.M.A.)- Logics and supply chain management, Macmillan, 20002. Emiko Bonafield Harnessing value in supply chain, Johnwiley: Singapore, 1999.3. Dr. Gopal Krishnan Material Management rearview, 2002, pearson New Delhi.4. R.G. Koragaonkar JIT Manufacturing.5. B.S. Sahay, Macmillan Supply Chain Mangement, 2000, (Pearson Education, 2004)

MBA(MKTG.)IV Semester

Management Information SystemPAPER CODE :MM-406

ObjectiveThe objective of this course is to develop an understanding of the structure and role of management information syste

in business.

UNIT-IConcept, evolution and meaning of MIS; Goals of MIS; Information and Data; Classification of MIS; Limitations of MCharacteristics of MIS.

UNIT-IIInformation as a corporate resource; types of information operational, tactical and strategic; Levels of management

information needs of management; decision-making and MIS; Programmed and non-programmed decisions.

UNIT-IIITypes of information systems- transaction processing system, decision support system, executive support system

enterprise resource planning system; information systems for finance, marketing and human resource areas.


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UNIT-IVSystem development life cycle - sequential process of software development; Data Base Management System - relatio

databases; Methods and steps in implementation of system; Threats to information systems; risk and control measures.

UNIT-VUses of computer networks; types of networks, network topologies; Data communication media, Internet and intran

Local area network and wide area network.


1. James O Brien : Management Information Systems, Tata-McGraw Hill, New Delhi.

2. Murdick, Ross & Clagget : Information Systems for Modern Management, Prentice Hall, New Delhi.3. Sadagopan, S : Management Information Systems, Prentice Hall, New Delhi.4. Rajaraman, V : Analysis and Design of Information Systems, Prentice Hall, New Delhi.5. Awad, E.M : System Analysis and Design; Galgotia Publications, New Delhi.

MBA (Mktg) - IV SemIndustrial MarketingPAPER CODE :MM -407

Objectives :

The purpose of this course is to develop an understanding among the students about the various concepts of Indust

Marketing, which are helpful in developing sound marketing policies for industrial goods.

Unit - IThe Industrial Marketing system and the Industrial Marketing concept, Industrial goods demand and prod

characteristics market levels and product types, the industrial customer, buyer motives business and institutional buyers

Unit - IIOrganisational Buying : BUYGRID MODEL, phases in purchasing decision process & their marketing implicatioBuying centers, value analysis & vendor analysis.

Unit - IIIIndustrial market segmentation, bases for segmenting industrial market-macro and micro variables. Targeting

industrial product, positioning the industrial product. Industrial product life cycle, product mix, Service component T

provision of parts, technical assistance, terms of sales.

Unit - IVThe distribution channel component Industrial distributors, Formulation of channel strategy-conditions influenc

channel structure. Brief introduction to Marketing Logistics. The price component-conditions affecting price competiticost factor, the nature of demand, pricing policies.

Unit - VThe promotional component, advertising functions-establishing recognition, supporting and motivating salesmen

distributors measurement of advertising effectiveness. Personal selling-Personnel profiles selection and traini

supervisions compensation sales promotion and public relations-Trade shows and exhibits, promotional novelties.



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1. Alexander, R.S. Cross, J.S. & Hill, M.: Industrial Marketing, Richard Irwin, Homewood, Illincies.2. Reeder & Reeder : Industrial Marketing, Prentike Hall, India.

3. Cox. F. (Jr.) : Industrial Marketing Research, John-Willey & Sons, New York, 1971.

4. Fisher, L. : Industrial Marketing, Business Books, 1969.

MBA(Mkt)-IV Sem

Total Quality ManagementPAPER CODE :MM-409

UNIT-IIntroduction : Quality, Total quality, Rationale for total quality, key elements of total quality, quality

circles, quality gurus.

UNIT-IIQuality Control and Improvement Tools : Check Sheet, Histogram, Pareto Chart, Cause and Effectdiagram, Scatter diagram, Control chart, Graph, Affinity diagram, Tree diagram, Matrix diagram,Process decision program chart, Arrow diagram, Acceptance Sampling, Process capability studies, Zero

defect program (POKA-YOKE).

UNIT-IIIBenchmarking and Kaizen : Benchmarking, Rationale of benchmarking, Approach and process,Prerequisites of benchmarking, Benefits of benchmarking, Obstacles to successful benchmarking,

perpetual benchmarking.Concept of Kaizen, Kaizen vs Innovation, Kaizen and management, Kaizen practice.

UNIT-IVTQM Models : Demings Award criteria, Malcolm Baldridge national quality award, European quality

award, Australian quality award, Confederation of Indian Industries award.

UNIT-VQuality Management System & Quality Audit : Quality Systems, Quality management principles,ISO 9001 : 2000, ISO 14000, Future of quality system audit, Audit objectives, types of quality audit,

Quality Auditor, Audit performance.


1. Goetsch, D.L. & Davis,S. : Introduction to Total Quality.

2.

Juran, J.M. & Gryna, F.M. : Quality Planning and Analysis.3. Ross, J.E. : Total Quality Management.4. Charantimath, P.M. : Total Quality Management.

mktg mba syllabus

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